GfK to Merge Media Analysis Firms in Germany

In Germany, GfK is to merge its media analysis specialist firms GfK Enigma and Media Markt Analysen, to form one company which will now operate under the name GfK Media & Communication Research.

The group says that following the merger the new firm will have an increased focus on digital media and consultancy services, and will provide clients with surveys encompassing a complete spectrum of study methods - including face-to-face interviews, CATI surveys, and online studies.

Both the merging firms are long-established: MMA Media Markt Analysen has been conducting media and advertising research for the past 45 years, and GfK Enigma for more than 30 years.

The merged company will be led by Joint MDs Bettina Klumpe and Armin Müller-Schroth, and its offices will remain in Wiesbaden and Frankfurt.

Web site: www.gfk.com .